Australian Red Cross Lifeblood has partnered with five Australian Olympians to launch ‘Go for gold. Give plasma.’ a new, national campaign putting plasma donation in the spotlight this October.
Launched ahead of International Plasma Awareness Week (IPAW), which runs from 5-9 October 2026, the campaign features Lifeblood ambassador and plasma recipient Michael Klim, alongside fellow Australian Olympians Cathy Freeman, Ian Thorpe, Cate Campbell and Cooper Woods.
Together, they encourage Australians to draw inspiration from the qualities we admire in elite athletes – commitment, effort, and showing up for something bigger than yourself – by donating plasma, the “liquid gold” component of blood.
A new plasma donation is needed every 33 seconds in Australia to create life-saving medicines that help thousands of Australians, including Michael Klim, who receives regular intravenous immunoglobulin for a rare autoimmune disorder, chronic inflammatory demyelinating polyneuropathy (CIDP).
At the heart of the campaign is a simple but powerful truth: while not everyone can stand on an Olympic podium, everyone can do something extraordinary. By donating plasma, everyday Australians can make a life-changing difference.
The campaign includes a national paid media rollout across broadcast, digital, social and out-of-home channels, supported by earned media across the country, bringing Olympians and everyday plasma donors together to help raise awareness of plasma donation and its impact.
Lifeblood’s in-house Creative Studio conceived, developed and delivered the campaign.
The project was led by Amanda Brass, senior manager, creative services; Lynette Sandhu, creative strategy lead; and Alice Buda, design lead.
The team took the campaign from strategy and insights through to the creative platform development, visual identity, content and integrated channel rollout. For the campaign films, Lifeblood partnered with director Henry Zalapa of Home Prod Co.
Working in partnership with stakeholders across Lifeblood, and supported by Australian Olympians, the Lifeblood Creative Studio and Zalapa created a campaign designed to elevate plasma from a relatively low-awareness blood product into a cause Australians can understand, connect with and champion.
Lifeblood’s chief customer officer, Cath Stone, said the campaign was designed to build both awareness and action.
“Many Australians are familiar with blood donation, but fewer understand the vital role plasma plays in saving and improving lives every day. With the support of some of Australia’s most respected Olympians, we’re helping bring greater visibility to this urgent need.
“It’s a campaign we’ve proudly made in-house and in collaboration with an incredibly special group of creatives.”
Amanda Brass, senior manager, creative services, Lifeblood, said the team wanted to create a campaign that celebrated donors while helping Australians better understand the importance of plasma.
“We wanted to create a platform that elevated plasma from a relatively low-awareness blood product to something Australians could see, understand and feel proud to support. “With the support of Australian Olympians, we have the opportunity to connect one of Australia’s most
important health needs with some of the country’s most recognised and accomplished athletes.
“What’s particularly exciting is that this campaign was developed entirely in-house. Our team brought together strategic planning, creative development, design, storytelling and integrated communications to create a campaign capable of driving both awareness and action.”
Australian Olympic Committee chief of Olympian support, Daniel Kowalski, thanked the Olympians involved for advocating and generously lending their support to this campaign.
“Olympians inspire us through their commitment to sport and a willingness to show up for their teammates and others. These are qualities that exist in communities right across our nation, and all Australians can demonstrate by donating much-needed plasma.”
Olympian and Lifeblood ambassador Michael Klim said the campaign holds personal significance.
“Plasma donors changed my life. I’ve experienced firsthand how important plasma-based medicines can be, which is why raising awareness of plasma donation is something I’m incredibly passionate about.
“I’m proud to stand alongside fellow Olympians and the thousands of Australians who donate plasma and help make these treatments possible.”
The campaign extends beyond Lifeblood’s International Plasma Awareness Week activity and demonstrates how strategic partnerships, powerful storytelling and integrated communications can help drive awareness of critical public health issues.
‘Go for Gold. Give Plasma.’ launches nationally on 1 October 2026.
Credits:
Australian Red Cross Lifeblood
Chief Marketing Officer: Jeremy Weiss
Head of Brand and Integrated Marketing: Bree Berg
Senior Manager, Brand Strategy and Program: Rom D’Amico
Brand Partnerships Manager: Jo Lawson
Media and PR: Hannah Rayment
Campaign Specialist: Bec Gubbins
Campaign Manager: Jess Thwaites
Senior Manager, Integrated Marketing: Steph Garner
Supported by Australian Olympians
Michael Klim
Cathy Freeman
Ian Thorpe
Cate Campbell
Cooper Woods
Talent Manager: Shannon Beck, Head of Speakers and Talent Services, TGI Sports Marketing
Australian Olympic Committee
Chief of Olympian Support, Australian Olympic Committee: Daniel Kowalski OLY
Alumni Engagement Manager, Australian Olympic Committee: David Culbert OLY
Australian Red Cross Lifeblood Creative Studio
Senior Manager, Creative Services: Amanda Brass
Creative Strategy Lead: Lynette Sandhu
Design Lead: Alice Buda
Graphic Designer: Cassie Hennig
Media agency team
Paid media agency: Clemenger BBDO
Production – Home Production Co
Production Company: HOME
Director: Henry Zalapa
Producer: Dinusha Ratnaweera
Still Photographer:
Sean Izzard – Pool Collective
